Tag: 上海水磨娱乐会所

  • The Impact of Ebola on the Educational System of Liberia

    first_imgGood afternoon Ladies and Gentlemen,If anyone had told you or me that 2014 would be such a disruptive, terrifying year, I hardly think that any of us would have believed the prediction.  And so it has been from the point of view of the Liberian family, diminished, impoverished, and partly annihilated; from the point of view of our educational institutions, this latter being the focus of this presentation.Ebola did not overtake Liberia suddenly. We simply failed at all levels to take the necessary, precautionary measures at the appropriate time.  What we must do now is to examine thoroughly its impact and the remedies needed to prevent more deaths, the remedies needed to mitigate sufferings, the remedies needed to put Liberians in a productive frame of mind despite the pall Ebola has put us under.Education, which is the non-porous building blocks of any nation focused on a holistic development, continues to take a beating in our country and Ebola has only added its own severe debilitating lash to a system already struggling excruciatingly to acquire excellence in delivery and excellence in results.  But the hiatus which Ebola has imposed upon us must be turned into periods of evaluation, assessment and planning so that more consistent, well-thought-out education agenda can evolve, an agenda fully supported morally, socially and financially, the execution of which will pit excellence successfully against mediocrity.  This will be hard work, of course, for everyone, given where our education system is in general and where it needs to be situated regionally and globally.During this Ebola crisis, our students have died. Our students have become orphaned. Our students have been displaced. Our students for the most part are presently not very constructively engaged. Our students are again on the familiar path to becoming over-aged students in classrooms. Our students are peddlers hawking their wares in moving traffic on our city streets and at market stalls. Only God knows how many of these minors are getting a very   poisonous taste of the adult world.  They will never be children again.  They can never regain lost innocence.Our teachers also have died.  Others have been forced for economic reasons to again abandon the profession.  For some this abandonment will be definitive. So many teachers, those from private and faith-based institutions have no earnings now; yet they have families to support.  Others have no family left. Some have left the country; they will remain resignedly in other lands and there face the stigma, the ostracism, even the hostility that Ebola has saddled Liberians with rather than return to their homeland to work towards keeping Ebola and the likes of it out of our boundaries, out of our world. Despite these enormous physical, psychological, economical and educational challenges being thrust upon our education system, we must, with proper planning, insight and a real ounce, just an ounce of patriotism meet these challenges in the short, medium and long terms. Let the Ebola hiatus serve as a springboard for the educational system to be infused with dogged determination on the part of us the citizens to help bring about the changes we would like to have. Ours is a small country; our population is relatively small thereby making it easier for Liberians to do better things for ourselves.The Ministry of Education is providing books for the public schools which are in the majority.  Together with its International Partners it continues to train teachers.  It has established School Boards in each of the fifteen counties.  It has demanded higher academic qualifications in the field of education for its district and county education officers and it has made available the national curriculum for all schools.  Despite these noble efforts and more, the WAEC results, including the WASSCE pilots, the results of entrance exams administered by tertiary institutions continue to be dismal.   Why is this so?  I believe that the 1980 coup d’état the protracted period of civil unrest have given Liberians in general a different mindset with regards to the value of education. Additionally, corruption has gained perceptibly, that is in full view of all, an enduring status. Therefore we now have on our hands herculean but not insurmountable tasks, although they are exacerbated by the Ebola outbreak. Gratefully the international community has taken note of this universally menacing ogre and is reaching out to chase it, hopefully out of creation.Education institutions are particularly vulnerable, in spite of the belief that this crisis will pass.  Therefore for the immediate future I strongly suggest that Government, with the help of its partners make available to private and faith-based institutions soft loans to enable them to bounce back so as not to add to the hardships of parents and guardians some of whom have not been able to work over a period of several months.Additionally, the following suggestions are also implementable to the benefit of our education system. That the formation of teachers especially mastery of the contents in the key subjects – Language arts, math, science, civics – be given the greatest priority in a consistent comprehensive way in each of the fifteen counties.  That, the counties be given greater autonomy in conducting educational activities and that they be rewarded for creativity in teaching/learning strategies which have appreciable results.     That the counties be held responsible for the outcomes of external exams and the ranking nationally of their respective schools and counties.Very importantly, most importantly  each Liberian must convince himself/herself that education is the only productive way forward for our country and that each of us needs to take  personal responsibility in giving prominence to education, for if our education system is inadequate we will produce inadequate functionaries.  We cannot afford to do this to ourselves in a would shrinking everyday and thereby making the competent and incompetent easily discernible.A modicum of will power at the official level and at the level of ordinary citizens could go a long way in making the education system resistant to any viral pandemic.I thank you.Share this:Click to share on Twitter (Opens in new window)Click to share on Facebook (Opens in new window)last_img read more

  • Warriors remain on top of Big 5 with dominant win over Arcata

    first_imgCrescent City >> The Del Norte Warriors scored on all seven of their possessions in the first half, remaining undefeated in the Big 5 with a 52-0 victory over the Arcata Tigers in Crescent City Friday evening.“That was the most complete game we’ve played thus far this season, from start to finish,” Warrior head coach Lewis Nova said.Despite the lopsided outcome, Nova admitted he was concerned about Friday evening’s game, having taken particular notice of the Tigers’ second half performance in …last_img read more

  • Warriors dismissive on whether they ‘want’ to face Houston Rockets in West Finals

    first_imgBy then, Warriors guard Stephen Curry raised his head and squinted his eyes. Warriors forward Draymond Green smiled.Curry pointed out, “that’s pretty … Want Warriors news in your inbox? Sign up for the free DubsDaily newsletter.Click here if you are having trouble viewing this gallery on a mobile deviceOAKLAND — The inquiry started with a statement.“At some point, somebody up there has to tell the truth,” a reporter said. “I ain’t expecting it. But I do look forward to it.”last_img read more

  • South Africa streamlines customs control

    first_img“Electronification releases human resources from mundane, low-yielding administrative activities and allows more manpower to catch illegal traders. Implementation of electronic systems had already begun, but the first major changes could be expected in October this year. “The programme will improve the service for tax-compliant traders and increase the risks for those who are non-compliant,” SA Revenue Service (Sars) commissioner Oupa Magashula told a conference in Johannesburg on Thursday. “If data is in a computer it is more manageable and that information is safer. We will be able to tell exactly where cargo is and at what stage of the customs process it is at.” Sapa Intikhab Shaik, executive of the modernisaton programme, said: “We will be automating technology, putting all data into computers. This will mean more ease and speed of the tax and trade process.” The South African Revenue Service is modernising the country’s customs processes to improve its service for tax-compliant traders while making it easier to identify illegal and illicit trade. Shaik said the electronification of South Africa’s customs process, electronic document delivery and management, would allow Sars to identify illegal and illicit trade more easily. Releasing human resources “We want to make sure ‘the stick’ is only used on non-compliant traders. We don’t want to be the gatekeepers any more. We aim for customs to only intervene silently and efficiently, and only when necessary.” He said Sars aimed to move from a paper-controlling organisation to a risk-management organisation. 30 July 2010 Sars also announced they would be eradicating some of their more “complicated” forms.last_img read more

  • Hacker Poll: Where Do You Work?

    first_imgWhy You Love Online Quizzes 7 Types of Video that will Make a Massive Impac… Last week’s Hacker Poll revealed that home is the most popular place among you for coding. That made us curious: where do you work?Since we assume most of you also have side projects, and that many of you have a non-coding job as your primary source of work, we’d like to know specifically what your primary coding gig is. So if you work full time as a Web developer for your local government, but hack on several projects on the side, mark “I work for a non-profit or government organization.” But if you’re a lawyer with a secret coding habit, mark “I just code for fun.”Photo by Shereen M klint finley Tags:#hack#Polls center_img How to Write a Welcome Email to New Employees? Growing Phone Scams: 5 Tips To Avoid Related Posts last_img read more

  • 6 Tactics for Turning Trade Show Interactions Into On-Site Sales

    first_img Originally published Mar 5, 2012 6:00:00 AM, updated August 03 2017 Topics: When you attend a trade show or another live event on behalf of your business, it’s important to be able to show the rest of your company that the investment in sending you was worth it. Because it can be challenging to determine the ROI of your presence at live events, leaving the event with a closed sale or two under your belt can really help to immediately demonstrate the worth of your presence. On-site selling can be extremely difficult, so before you attend your next trade show or event, here are six steps you can take to increase your chances of successfully executing on-site sales.Download Our Guide to Increasing Sales at Events1) Reserve a Room at the EventThis is an important logistical detail that will make it much easier for you to sell your product or service. Trade shows and other events are very noisy. You may be able to rattle off to a potential customer exactly why they should buy your product, but to be able to answer questions thoroughly, limit distractions, and draw up contracts, you’ll need a quiet space and some privacy. In addition to your booth area, you should reserve a room that is near the trade show floor/event to answer any remaining questions, talk about prices, and ultimately close deals. This will give you a chance to talk one-on-one with the people who are really interested in your product or service and give them the attention they need for you to close deals.2) Refine Your 30-Second PitchAt trade shows, you really only have about 30 seconds before you lose the attention of the person you’re trying to sell to. That’s why it’s critically important to nail down your 30-second elevator pitch before you arrive at the event. An effective elevator pitch will include a short description of what your product or service is and concisely detail how it can help that individual or their business. For example, HubSpot’s elevator pitch may go along the lines of:HubSpot is all-in-one marketing software that helps businesses of all sizes increase the number of visitors to their website and convert more of those visitors into leads and customers. Other marketing software platforms do not allow users to do all their marketing in one place, but HubSpot integrates website management, blogging, search engine optimization, lead management, marketing analytics, email marketing, landing pages, and social media monitoring tools.3) Attract Trade Show Attendees With ContentAt any given event, there is always plenty of commotion. Every company there wants the spotlight, and many will spend thousands of dollars to achieve that. But in reality, you only have about 10 seconds to capture the attention of people passing by before they become uninterested in what you’re selling. When planning for the event, keep that in mind, and try to figure out what you can do to grab the attention of passersby. After all, the goal is to sell on site.For example, at Salesforce.com’s Dreamforce conference last year, HubSpot knew that we only had a few seconds to get people’s attention. There were hundreds of other companies at the trade show, so we needed to figure out a way to stand out from the rest. To do so, we displayed unicorns (which were connected to the theme of our campaign there) at our booths to interest passersby, and we also positioned large screens that displayed funny, high quality videos delivering our campaign’s message: marketing facts vs. fantasies. By initially pulling people in with these videos, we were able to get them to stop long enough to talk to one of our consultant about HubSpot’s software product.Making sure content leads to a sale is your next step. Once the content you used to initially draw people in — whether it be a video, unique signage, etc. — grabs the attention of your prospects, you need to be able to use that content as a segue into what your product or service does and how it can help them. This will also give you an excuse to provide other content that can pertain closely to the individual prospect’s industry/needs/problems. Bring with you content such as case studies, testimonials, product content, pricing information, etc. that will help show how your company and its resources will help the people you’re trying to sell to.4) Identify the Companies That Will Be in Attendance, and Leverage Your ResearchKnowing which companies are sending representatives to the event ahead of time can be very valuable. If the event has a public-facing RSVP page such as Eventbrite or Meetup, refer to that, or ask if the host of the event is willing to give you a list. If not, check the LinkedIn Events Directory to see if you can find out who has committed to attending the event. Then do something creative with that information. If you’re a B2B company that sells to various industries and you see that there is one industry dominating the attendee list, come up with something that will specifically capture the attention of people in that industry. If the event is more intimate, you can also conduct some competitive analysis on the attending companies’ competitors so you have the ability to, on a more personal level, show companies how they will be able to use your product to compete with their competitors.As an example, HubSpot used its free tool, Marketing Grader, to grade the marketing programs of companies we knew would be attending Dreamforce. At the conference, we created a leaderboard showing the top-ranked companies and displayed it on one of our television sets as people passed by. As a result, attendees got a glimpse into the power of our software and wanted to talk to someone about other ways they could improve their own marketing score, which our trade show representatives were well equipped to discuss.5) Use Calls-to-Action to Drive InteractionsIn your trade show marketing, you should always be prompting attendees to complete a certain action. So if you’re looking to increase on-site sales, you need to make sure you connect the call-to-action (CTA) in your marketing materials to something attendees can do at the event. Encouraging trade show attendees to sign up for a free product trial or to visit a dedicated, targeted landing page can be a great way to help you nurture trade show attendees after the event ends, but when it comes to generating on-site sales, these actions won’t really move the needle. Therefore, focus your calls-to-action on motivating interactions that can happen during the event.Using technology as part of your trade show/event marketing can make this easier to accomplish. Display QR codes (learn how to easily create a QR code here) accompanied by your CTA so people can easily take the next step. For example, you could include a CTA on your event signage/marketing collateral that explains the value of booking a one-on-one consultation with one of your trade show reps during the event and asks them to scan the QR code to schedule an appointment in the private meeting room you set up in step 1.6) Make Connections Before, During, and After EventsTo get the most out of your sales presence at an event, you’ll first need to promote that you’ll actually have a presence ahead of time. Leading up to the event, create content (e.g. blog posts, social media updates, emails) about the event and your presence there, and try to set up appointments with prospects who may be interested in your product or service and would benefit from meeting you in person at the event. If your goal is to generate as many on-site sales as possible, the people you connect with before and during the event are very important. The more you can educate yourself about prospects before the event, the more prepared you’ll be to make the sale, and the more effective your in-person sales pitch will be.During the event, you should also use social media and the event’s hashtag to let attendees know where to find you on either the trade show floor or at the event in general.While on-site sales may be your main goal, businesses with a longer sales cycle may find it challenging to close a deal with a prospect whose first interaction with their business/products is the event. But that doesn’t mean the sale has to be lost. Don’t be pushy with prospects who don’t seem ready to buy on site; after the event has come to an end, follow up with your leads, enter them into lead nurturing campaigns to make them readier to buy, and continue building the relationship with the contacts and leads you’ve interacted with on site.What other strategies do you use to close on-site sales at trade shows and live events?Photo Credit: AIGA Indy Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Selling at Trade Showslast_img read more

  • How to Start a Lead Management Program in 9 Easy Steps

    first_img Lead Nurturing Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Originally published Mar 12, 2012 2:00:00 PM, updated September 21 2018 No two ways about it, starting a lead management program from scratch can be daunting.Long gone are the days of simply sending out a direct mail piece or placing an ad and waiting for the leads to roll in.Instead, the channels for lead generation multiply almost daily, and sorting through them to determine which will be most effective, let alone how to manage the leads once they come in, give even the most experienced marketers many gray hairs.But with careful consideration, thoughtful planning, and the right tools, establishing and managing a solid lead generation program can be the best investment of time and resources any marketing organization can make. Here’s your game plan to get started.1. Define Your Goals. Be as Specific as PossibleWhile starting at the end might sound counterintuitive, it’s the most logical place to begin. What do you hope to accomplish with your lead management program? What are your goals for the program? The more specifically you can answer these questions, the more effective your lead management program will be.Typical goals for lead management programs include: generating more leads, increasing Facebook fans, encouraging more social sharing of content, increasing overall sales, increasing average shopping cart transaction size, increasing blog subscribers, or shortening sales cycles.2. Establish a Baseline. Take Stock of Your AssetsMaybe you’re starting from scratch, or maybe you’re a bit further along than you thought. Either way, you need to understand where your journey begins to know how far you’ve gone in the end. How many leads do you have now? Where are they in the sales funnel? How many new leads currently come in every month? How many result in sales, and how much revenue do they generate? What happens to cold leads? Answer these questions so you have a good starting point; you’ll need this as you progress.Then take stock of your assets: editorial, technical, and creative. Do you have any content you can use to get the ball rolling? Do you have content that can be repurposed or parsed into smaller pieces and used as blog posts? Do you have smaller pieces of content that can be aggregated into a single, larger piece of premium content, such as an ebook or whitepaper?See who on your staff that can effectively create and manage your content program. Creating and managing remarkable content takes time and talent. If you don’t have someone on your team with the resources and ability to keep the premium content flowing, find out where can you get it (Hint: The HubSpot Service Marketplace is a great place to start looking).Index cards and sticky notes aren’t going to cut it when it comes to managing a modern lead management system. Sophisticated, yet simple to use applications such as HubSpot’s inbound marketing platform, are critical to managing the many moving pieces involved in generating leads, capturing them, and responding to them effectively to maximize return on investment. What tools do you have, and what tools do you need to manage the leads you will generate?3. Understand Your Customers’ Needs and PreferencesIt’s clear from the beginning of your lead management planning how customers don’t want to be marketed to today, but the success of your lead management program hinges on understanding how your customers do want to be marketed to.Interrupting them at dinner time with a cold call is out, but having a conversation with them about what they like to have for dinner is in. Disrupting their favorite television show “with a word from our sponsors” is bad form (and ineffective in the age of DVRs), but starting a social media dialogue about the show — even while it’s still being aired! — is cool.With so many options to reach consumers — Facebook, Twitter, YouTube, email, Pinterest, search engines, blogs, LinkedIn, mobile, and more — learning about your target audience’s marketing preferences, from channels to frequency to buying triggers, is a key part of building out a lead management program. And if you don’t already know, well, ask them.4. Implement a Lead Management SystemYou may be a novice now, but with each tweet you send, every update you post to your Facebook page, every email marketing campaign you send, you will get better, and you will get leads. Now what?How those leads are managed once they come in is as important as generating them in the first place. This will vary based on the sales cycle for your business. Some should be handed off to Sales immediately, while others will need a series of contacts from you based on their on- and off-site behaviors and what you learn about them from your marketing interactions.With lead nurturing, you can use this information to guide these leads through the sales funnel through additional outreach via content. You should also develop a means for scoring these leads based on the input you receive from the various channels you’ll develop so you know at what point leads are eligible to be handed off to Sales, and ensure Sales doesn’t reach out to leads before they’re ready.5. Develop the Criteria for Successful ContentYou know that content is the lifeblood of inbound marketing — and that extends to your lead nurturing efforts, too. If your blood is anemic — if your content, in a word, sucks — your marketing efforts will fail. When no one reads, no one buys. It’s not enough to get content in front of consumers. Your content has to:Get their attention (amid the vast ocean of content on the interwebs, no less.)Engage them. Once they’ve seen it, will they click to read more?Get them to act — to download, subscribe, maybe even “Buy Now.”To understand how you will accomplish that, you need to set the criteria for successful content. The fundamentals of good content are the same no matter what you sell. What makes the content succeed is how interesting, relevant, timely, and useful it is compared to your competition.6. Map Your Content to the Sales CycleThe contacts and content your customers and prospects receive should be based on behaviors they’ve exhibited, the passage of time, or both.Take some time to understand the different phases your customers pass through from initial contact to sale and even post-sale. Then, develop a series of outreach pieces — based on the guidelines for successful content you set out in Step 5 — to help them gain trust in your ability to meet their needs before, during, and after they buy from you. This could be a series of emails or an ebook that educates them, incentives to get them to try or buy, rewards for joining you on social media or social sharing of your content, or any number of things that address their needs at each step of engagement. This is also known as content mapping, and we’ve written a content mapping guide to help you successfully map your content assets to each stage in the buying cycle.7. Develop an Editorial Strategy and Editorial CalendarYou know what great content looks like, and you know what content you need to fill in your content map. So create an editorial strategy and the calendar that executes it to start developing those assets.Look at the totality of your content arsenal — emails, blogs, videos, LinkedIn group content, whitepapers, ebooks, even a funny cartoon panel that just lets people know you’re there with them in the uphill slog toward profits and revenues. Then, develop a calendar that includes a rough title of the piece (or subject line for emails), a two- or three-sentence outline of the piece, and the resource(s) you will draw on for materials that formulate the content.By planning your content in advance and setting milestones for when to publish it, you eliminate the last-minute panic that often causes content gridlock — no more, “I need a blog post today and I have no idea what to write about.” That steadily flowing content means leads will flow in at a steady rate, making the results of your lead management program more consistent and predictable.8. Refine Your Plan, Develop More-Targeted Communications, RepeatWith a plan in hand — any plan — you can get the ball rolling with lead management. Do a little A/B testing if you can when you roll out new content. Try different subject lines, experiment with different incentives, and study the effectiveness of different publish or send times for content.With each message you deliver, each piece of content you post, use your lead management tools to study the effectiveness of your efforts, then double down on what’s working and walk away from what’s not.9. Metrics Matter: Measure Your ResultsIntegral to all the planning that goes into a great lead management system is the tool that helps you execute and deliver on those plans. You may be steering the ship, but without an instrument panel that tells you where the leads in each of your chosen channels are and how your lead generation is performing, you cannot guide it safely toward your goals.Don’t just record metrics. Record the right metrics. What these metrics are is directly related to the goals you’ve set up for your lead management program, but they may include:Percentage of Sales Lead Follow-upSometimes there is a wide chasm between the reported follow-up by salespeople and the actual follow-up by salespeople. Is your sales team following up with 80% of your leads or 20% of your leads? Once you understand whether leads are being followed up with, and which leads are valued more highly than others, you can take steps to improve the numbers.Average Time to ConversionThis is a measurement of how fast leads, from various sources/campaigns, are moving into a qualified opportunity state. The goal is not to get the time to zero, but understand the range of time for various leads that are moving from lead capture to conversion. Cost per Lead, Opportunity, CustomerLook beyond the standard cost per lead metric (by unique sources such as PPC, email, blogging, etc.) and consider the cost per opportunity and cost per customer acquisition in the analysis. If customers vary greatly in size, don’t let one large deal skew the results; use an average sale instead.Before you know it, you’ll be managing leads like a pro — which is to say, always learning, never fully satisfied, and always looking to improve on your last go-round.Image credit: lindz grahamlast_img read more

  • How to Write a Fluff-Free Mission Statement

    first_img Originally published Jun 14, 2013 8:00:00 AM, updated August 26 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Company Culture Topics: Mission statements. They sound inherently business babbley, don’t they? But even if you think they’re a little … silly … they’re really important guideposts for making decisions, staying inspired, and setting a bigger picture that gives your day-to-day work purpose.Problem is, because the idea of a mission statement is so vague and broad, a lot of companies have trouble nailing one down.Free guide: How to define inspiring mission and vision statements.I did some research on companies with excellent mission statements, and pulled out the characteristics they all have in common. This post will show you how to write a great mission statement, told through the lens of some of the best ones out there.Common Mistakes People Make When Writing Mission Statements1) It’s too long. (This will, ironically, be the longest section of the post.)In one of my first “real world” jobs, my boss — the CEO — asked me to write a mission statement for the company. I knew they were supposed to be pretty short, so I wrote a couple paragraphs.Wrong. Thank you for playing, Take this toaster as a lovely parting gift.Just kidding, he didn’t fire me, but we were both equally as clueless about how to write a great mission statement. The first thing to know is that they should be really short — as in, like, a sentence. Maybe two. Check out Southwest Airlines’ mission statement, for example:”The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.”To give you an idea, I probably would have written that something like:”Southwest Airlines’ mission is all about customer service. Not just any kind of customer service — but high-quality customer service — whether at ticketing, on the plane, in the terminal, even on our website. This should come through in a few places. First, warmth. Warmth means … “And on, and on, and on … and on …Make it short and sweet. If you can’t say it in a sentence or two, you haven’t really nailed the mission statement.2) You’re thinking too small.Think beyond the tactical. Your mission isn’t to create widgets. That’s what you do — but it’s not why you do it. Take a cue from Microsoft, for example. Its most recent mission statement is:”To enable people and businesses throughout the world to realize their full potential.”I consider this a huge improvement from its previous mission statement: “A computer on every desk and in every home, running Microsoft software.”Why is it better? The old one wasn’t bad, but the new one addresses something bigger than just selling a product. The new mission statement tells you who they want to reach — people and businesses — and what they want to help them do through Microsoft’s products. It gives Microsoft a reason to exist as a business, beyond just making money.3) It’s not specific.There’s a tendency to work in generalizations when writing a mission statement, because you’re trying to encompass … well, a mission. And missions are big. (Remember, we just talked about not thinking too small.) But if you get too specific, you’ll back yourself into a corner.This isn’t the right mindset. You can’t be everything to everyone — otherwise, what’s your differentiator? What are you adding to the universe?Zappos does a great job of communicating a larger mission, without compromising specificity. Their mission statement reads:”To provide the best customer service possible.”They’re not trying to loop in price, quality, changing the world, having the best corporate culture … they want to provide the best customer service possible. That might include all of the aforementioned when it comes down to tactics, but it doesn’t need to be in the mission statement. This is the perfect balance between thinking big, but still being specific.4) The language is full of jargon.This is where the business babble starts to creep in. (And often, the business babble creeps in because you’re not being specific enough.) We all know what business babble is, so let’s just look at a jargon-free mission statement to set the precedent for what we should all be striving for. Google’s is an excellent example:”Google’s mission is to organize the world’s information and make it universally accessible and useful.”They could have said that like this:”Google’s mission is to utilize the digital information inputs of various sources and outlets and dispense it in a structure optimized for user-understanding.”But they didn’t. Because that’s ridiculous. (And it’s pretty much the opposite of making information “accessible and useful.”)5) It’s not something people want to “get behind.”Your mission should resonate with people, particularly you and your employees. It should address a real problem — or something people care about, at least. Think about why you wanted to get into your business in the first place … you were probably inspired by something, right? Whatever motivated you then (unless it was for the money, in which case ignore this advice) might be what you want to tap into when crafting your mission statement.Inspiring mission statements aren’t just for nonprofit organizations, either. I happen to think Google’s mission statement is one of the most inspiring I’ve ever heard. Or take a look at Coca-Cola — how can a beverage company have an inspiring mission statement? Its mission statement is:”To refresh the world; to inspire moments of optimism and happiness; to create value and make a difference.”That last part is a little vague and verging on business babble (what does “create value” really mean?), but I love that middle part. Your mission statement should be a bit lofty. That’s okay. Aspiration is good — it inspires people to be creative and work hard.Questions to Ask That’ll Help You Write Your Mission StatementIf you’re totally stuck on your mission statement, ask yourself the following questions to get the flow of ideas going. Think of it like getting past writer’s block … but, you know, for a mission statement.1) What do we do?2) Why did I go into business in the first place?Or, if you’re not a founder of the business …3) Why did I want to work at this company/in this industry?4) What do I want this company’s legacy to be?5) What doesn’t matter to this company’s legacy?6) How do I want to help people?7) What value does our company bring that’s unique from other companies?Remember, your mission statement isn’t set in stone. It’s actually wise to revisit your mission statement once in a while to see if it still aligns with your company’s goals. Some companies, for instance, choose to write mission statements that help them solve a short-term problem their company is facing — these can be updated later to reflect a larger mission once your short-term issues are addressed.However you approach your mission statement, just check back every couple years to see if it still aligns with the space you play in, and the world you live in. If your company is around for a long time, it will inevitably change — your mission statement might have to change along with it.FWIW, HubSpot’s mission statement reads: Our mission is to make the world inbound. We want to transform how organizations do marketing. What’s your company’s mission statement?Image credit: David~Olast_img read more

  • How Much Equity Should a CMO Get? You Might Be Surprised

    first_imgA version of this post originally appeared in the Opinion section of Inbound Hub. To read more content like this, subscribe here.How much equity should a chief marketing officer get in a startup? That question came up at a recent Massachusetts Technology Leadership Council event, which was hosted at HubSpot and featured David Skok of Matrix Partners as its main speaker. Skok’s answer might surprise you. It turns out there’s a really big range between the low end and high end of what CMOs get — and some CMOs will get 5x as much stock as others.The good news? No matter where you are on that range, it is quite possible to make a really nice pile of money in marketing.Skok was speaking to marketers from tech companies in the Boston area. He is an expert on digital marketing and the software-as-a-service business model. As a VC, he’s been involved in a lot of decisions about how much equity each member of a startup’s C-suite team should get. (Full disclosure: Skok’s firm, Matrix Partners, is an investor in HubSpot, and Skok serves on HubSpot’s board of directors.)Most of the session involved questions about the funnel and the myriad other topics that digital marketing people worry about: conversion rates, CAC, AQLs, MQLs, SEO, SEM, SERPs, CLV, CPC, PPC, and all of the other alphabet soup of digital marketing.But then someone asked about compensation — specifically, about equity: If you’re joining a startup at the Series A stage and you’re going to run marketing, how much equity should you get?Suddenly, you could feel the room change. Everyone sat up and “leaned in,” as Facebook COO Sheryl Sandberg might say.I was struck by the question, because this was a room full of people who run marketing for tech startups. While this compensation stuff is totally foreign (and totally interesting) to me, I’d assumed that people who work in marketing all know what the norms are. Apparently, there’s more fuzziness to this stuff than I realized.Skok says a “raw, unproven person” joining in the CMO or VP of marketing role would get 1% of the company. “More likely a low average is 1.5%, and a seasoned good person will get 2%,” he says. “If the team is very technical and young, and you’re missing a business person, and you see someone who is the business part of a founding group, you can see a massive change in that number, up to 3.5% to 5%.”That’s a huge disparity. Consider that if your company ends up with a $1 billion valuation, a 1% share is worth $10 million, and a 5% share is worth $50 million. Both are nice (or even surreal, to a poor, ink-stained wretch like myself), but the point is that, if you don’t negotiate well, you could be leaving a rather huge amount of money on the table.Then again, either way, you are talking about the possibility of having a very big payday.A Second PerspectiveSo, if there’s such a big range, what determines if you’re getting 1% vs. 5%? I touched base with Paul Santinelli, a venture capitalist with North Bridge Venture Partners, in part to see if other VCs agreed with Skok’s estimates on the range, but also to do a deeper dive on how these percentages are determined.His take is that a seasoned winner, with a track record of building successful companies, is obviously going to get more equity. The highest CMO packages he’s seen were in the 3.5-5% range. “CMOs come in different shapes and sizes,” Santinelli says.One issue involved is the scope of the CMO’s responsibility. Does the CMO just handle lead gen and PR? Or does the CMO also have responsibility for product management?Being able to run sales in addition to marketing is probably the biggest boost to compensation. “If the CMO is carrying not just the marketing function but also sales, then the total compensation is in the $400,000 range and they’re probably getting north of 2.5 points,” Santinelli says. “It really has to do with the breadth they bring to the table.”Who gets 5%? Santinelli says that’s usually an experienced executive who can come in as a VP of sales and marketing, “the person who can handle the whole funnel, from lead generation to lead nurturing to closing deals. That person is worth a lot of money. But it’s very rare to find them these days.”Another factor is how early you are in joining the company. Get in at the Series A stage, and there can be more equity available than if you join at the Series C stage. Nevertheless, “if you want to hire the best of the best, you have to pay for them,” Santinelli says. “You find ways to make room for great players.”There’s also a growing recognition that “marketing is a key function in any startup, and so you want to hire a good marketing person.”In some cases, a CMO may even end up getting a bigger chunk of equity than other members of the C-suite, like the chief financial officer and chief technology officer. “A good VP of engineering with 10 to 12 years of experience is going to cost you 1.5 points. A good CFO with public company experience is about the same,” Santinelli says.Even at the low end things can be pretty good for marketing folks. “I’ve seen a new VP of marketing, a first-time CMO, get 1.5 points and total compensation of $270,000 to $300,000,” Santinelli says.That’s some serious scratch, even if the startup tanks and the equity turns out to be worthless. And if your startup gets a nice exit, that 1.5% stake could be pretty sweet indeed. Originally published Feb 5, 2014 2:00:00 PM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Marketing Strategylast_img read more

  • People’s Choice: This Week’s Most Popular Articles

    first_img Share Starting out small and paying attention to the little details makes all the difference when you’re laying out an email, ebook, or blog post. Read this blog post to learn how to take your design skills to the next level using typography.How to Build a Successful Native Advertising Campaign Share Share We feel compelled to purchase expensive diamond engagement rings despite the fact that they are worth at least 50% less than what you pay for them the moment you leave the jewelry store. This blog posts takes a critical look at how De Beers used marketing to manipulate the demand for diamonds from nothing to a must-have symbol of love and commitment.You’re Going to Waste 31 Hours in Meetings This Month Social Media Engagement Share Last week, we tested out a new roundup format — the content our readers thought was good enough to share with their friends, coworkers, and maybe even family. Despite this content’s popularity on social media, it’s possible you missed these stories. So take a chance to catch up on the five most-shared posts from this past week. Better Content Through Chemicals? How Caffeine, Alcohol, & Other Substances Affect Creativity Topics: Share Ever wondered how substances like caffeine, alcohol, nicotine, and marijuana affect creativity and production? Read this blog post to find out!Typography 101: Everything a Beginner Should Know In order to drive business success and impress your CEO, marketing and IT need to learn how to combine their respective talents and strengths. Read this blog post to learn how you can align your marketing and IT teams.The Engagement Ring Story: How De Beers Created a Multi-Billion Dollar Industry From the Ground Up Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Jun 15, 2014 8:00:00 AM, updated February 01 2017 Native advertising is the current “it” tactic for marketers. This blog post outlines the six essential things required to create a successful lead generation campaign using native advertising.80% of CEOs Aren’t Impressed With Marketers: How IT Can Change Their Mind Share Remarkably, 31 hours are spent in unproductive meetings, and most employees attend 62 meetings every month. This blog post explains exactly why meetings aren’t working and how you can make your meetings more productive.What was the most interesting thing you learned this week on Inbound Hub? What do you want to see more of? Leave your feedback in the comments!last_img read more